McDonald’s, the global food chain giant, is launching its first metaverse experience called “McNuggets Land” through its Hong Kong subsidiary. This virtual experience celebrates the 40th anniversary of Chicken McNuggets and allows users to play mini-games in a virtual world inspired by McNuggets.

The metaverse experience is developed in partnership with The Sandbox, a platform where users can earn rewards in $SAND tokens for completing tasks and activities within McNuggets Land. McDonald’s had previously filed 10 trademark applications in 2021 to offer virtual goods and NFTs in the metaverse, and now they are putting those plans into action with the launch of McNuggets Land.

Sandbox users in Hong Kong will also receive McDonald’s coupons that can be used to purchase real-world products. The metaverse experience will be available until August 28, 2023.

While the metaverse hype has slowed down since last year, brands like McDonald’s still see value in using these experiences to strengthen their connection with customers and explore web3 technologies, particularly blockchain-based customer loyalty programs.

McDonald’s joins other global brands like Gucci, Snoop Dogg, Adidas, and Warner Music Group in utilizing The Sandbox to create their virtual experiences. The growing interest in the metaverse has led to Animoca Brands, a web3 investment company, raising $1 billion for a new fund dedicated to the metaverse earlier this year.